SCORE

How you market your business is essential to bringing in customers and making sales. Email marketing is a great tool to use to reach out to the public and let them know what products and services you have to offer. However, don’t only tell them about your products and services. While this may seem counterintuitive at first, making your email posts too salesy may actually be a turnoff. Dave Charest, Director of Small Business Success at Constant Contact tells us some best practices in getting the most out of your email marketing strategy.

Build Your Email List the Right Way

According to Constant Contact, you’ll get a $36 return on investment for every dollar spent on email marketing. That’s a really good ROI. However, you have to make sure your emails are targeted correctly so that your returns match these statistics. “The pinnacle of email marketing is to send the right messages to the right people at the right times,” says Dave. You want to make sure the people that are receiving your emails are actually going to benefit from what you are sending. You also want to know that they are more likely to open your emails by sending messages that are relevant to them at a time that is more convenient. Between 4pm to 7pm in the user’s time zone is thought to be the best time to distribute your messages.

Make sure you don’t buy email lists. Rather, grow your lists organically and have people give you permission to add their email addresses to them. You also shouldn’t share your email list with anyone else. A trust has been built between you and the people you’ve built a connection with. You don’t want to betray that trust by giving their personal information to others without their consent.

The Types of Email Marketing You Should Use

There are two types of email correspondence you should use in your marketing: promotional and non-promotional. “Promotional emails really focus on driving sales and non-promotional emails focus on sharing relevant information,” says Dave.  You may use promotional emails to highlight special offers or discounts or even new products or services you may have. Non-promotional emails can be used to offer helpful or educational material. Sending content such as this helps keep your business on your recipients’ radar when they are not ready to make a purchase so that when they are ready, your business will be the first they think about.

The Benefits of Email Newsletters

Newsletters are a great way to promote your small business. This is especially true if you have many products and want to give them exposure. It’s customary to limit your newsletter to three sections of relevant information. If you have more details that you think may be helpful to your clients, consider sending emails a little more frequently. While you don’t want to overwhelm your customers with too much correspondence, you may benefit from the more frequent interaction if your messages provide relevant and useful tips, and your clients benefit from content they enjoy reading.

To learn more email marketing tips, head over to our webinar “Sell More With an Engaging Marketing Strategy” presented by Dave Charest on our website westchester.score.org.

About the Author(s)

As part of the marketing and writing team, I help SCORE Westchester raise its profile with articles and written communication that help SCORE clients learn what our organization does to help them start and manage their small businesses.

Key Topics

Woman using mobile phone to check email.